Chapter 17: New Product Diffusion: The Interplay of Innovativeness, Opinion Leadership, Learning, Perceived Risk, and Product Attributes

Chapter 17 of Models of Buyer Behavior New Product Diffusion sheds light on the dynamics of new product diffusion by investigating relationships among four key conceptual variables in three product classes. To determine the relationship between the four variables two hypotheses were created. The results show that early buyers of three new products differ in characteristics from other adopter groups.